The New York Times has this lengthy piece about film special effects and advertising innovator Robert Greenberg, head of R/GA, a media/web/ad firm that is pushing the envelope in how marketers reach consumers.
Penned by Timothy O’Brien, the in-depth look at Greenberg focuses on his efforts to push Madison Avenue and companies beyond the increasingly ineffective 30-second spot model. Interactive communications, particularly content that is interesting and worth a visit, is where advertising is headed and Greenberg is leading the way.
Mr. Greenberg’s new equation offers a brighter insight: Technology has put consumers in the driver’s seat by giving them a vast array of new choices and better information — and corporations and agencies that want to succeed had better get on board.
Companies that follow Greenberg’s lead are admittedly in the vanguard, but they’re on the right path. Still, it’s hard to fight the entrenched and surprisingly rigid ad industry, which Greenberg thinks is “fossilized.”
Too many agencies, he believes, are tethered to a “30-second TV spot” mentality because “agencies get paid based on 30-second spots and that financial incentive keeps them from changing their model.” Whip up those spiffy Super Bowl ads and those catchy print ads as much as you like, he says, but their impact is fossilizing and the companies that foot advertising bills are increasingly aware of it.
Cynthia Brumfield at 11:59 PM|Comments(0)
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